A new study from Atlantic finds that Gen Z and Millennials perceive brands in dramatically different ways.
Gen Z, America’s first generation of true ‘digital-natives’, and Millennials are perceiving brands and media outlets in dramatically different ways.
According to A List Daily and a new study into Gen Z from Atlantic Re:think, the Atlantic’s creative marketing group, 60 brands adored by Millennials only two received a solid “like” from Gen Z: YouTube and Apple.
Despite the creative marketing group studied young adults within the 18-24 age range, many interesting findings popped out.
- Video was reported by Gen Z as the most preferred platform.
- The sources through which Gen Z is getting their brand awareness also differs from Millennials. About 55% said they use products recommended by a friend; 48% were influenced by social media ads; 40% said ads on their favorite media encouraged purchase; 36% used products advocated by an influencer and finally only 24% emulated celebrities in their shopping choices.
- Brand’s physical stores encouraged 41% of Gen Z participants, while only 10% were influenced by a brand’s e-commerce site, which shows that real-life experiences still matter to Gen Z.
- Marketers can benefit from helping Gen Z to better understand the world around them, as only 34% of the the survey participants claimed they were “exceptionally aware” of current events, world affairs and politics, compared to 84% who are only “curious” about those.
- Gen Zs appear to be more empathetic and concerned with inclusion and diversity. For instance, 61% of Gen Z talked about being more likely to buy brands that have spokespeople who are more diverse (versus 52% of Millennials).
- 62% of GenZs said to be more likely to buy brands that have spokespeople they aspire to be like rather than spokespeople their age (versus 66% of Millennials).
How to become Gen Z’s favorite brand?
Generation Zs, those born after 1997, prefer brands that are healthy, socially conscious, and connected with influencers on platforms like YouTube, Instagram, and Snapchat.
According to Bobby Calise, vice president of Ybrands, the brands that win over Gen Z achieve it because of their ability to convince young adults of their coolness and momentum.
What cannot be denied is that figuring how enjoyable it is to visit and shop in brand’s stores; company’s treatment of its employees; the presence of options and ability to customize products, and the brand’s personality, eco-consciousness and the use of innovation, are all important assets to start to engage with this new audience.
“In today’s social and political climate, it’s arguably riskier not to take a risk — even if it’s a calculated one — when it comes to brands taking stands”, said Calise.